Now we build our champions. There should be 1 champion per keyword / keyword phrase. The champion's responsibility is to be the best. The best page with everything perfected to convince and convert as many visitors that come to that page as possible. So we spend more time, more word count, more CRO perfection, more everything on this page. This page is our candidate. This page is promoted and supported by every other article, blog post, video, social posting, press release, etc. that targets the same keyword phrase. We only have 1 candidate per keyword. Every other piece of content, supports the candidates. How many champions do we have? One per keyword phrase that we want to win for. For Clarity, we've created roughly 75 champions and over 2,400 supporting pages for those champions. We're constantly updating, re-writing, re-linking and adjusting both our champions and supporting pages as the keywords we want to rank well, go up and down.